Ad Server Report

Last updated on November 1, 2018

Attributes

Metrics

Overview

To understand the performance of your direct-sold inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit., run an Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats. report. You can use the preconfigured report or configure your own custom Ad Server reports.

You can configure an Ad Server report to show as many or as few columns as needed. To run a custom Ad Server Report, navigate to Reports > My Reports > Create Report > Ad Server Report.

Time zones

You can now select a time zone when configuring an Ad Server report. The time zone defaults to the time zone of your OpenX Ad Server instance, but you can change the time zone on the first step of the Configure Report process, along with setting the date range.

The ability to switch the time zone is only supported for the last three months of historical data. This is because it is dependent on hourly data that is only retained for the last three months, per OpenX's data retention policy.

Date Range and Timezone fields

Attributes

You can select one or more of the following attributes to appear as columns within your report. You must select at least one attribute.

Inventory

Attribute Description
Publisher Name

Name of the publisherAn account type that represents a business with ad space to sell. account.

Publisher ID

OpenX ID for the publisher.

Publisher Currency

Currency of the publisher's revenue. In a network where multiple currencies are supported, this allows you to see the currency of the revenue for different publishers.

SiteAn OpenX component that represents top-level domains or subdomains and is used to organize ad units. Sites enable you to target and report on inventory performance. Name

Name of the site.

Site ID

OpenX ID for the site.

Site SectionA way of classifying inventory, for example into vertical segments of content.

Name for the site section.

Site Section ID

OpenX ID for the section.

Ad Unit

Name of the ad unitThe smallest inventory component that represents the space on a site where ads display..

Ad Unit ID

OpenX ID for the ad unit.

Ad Unit Size

Size of the ad unit.

Content TopicDescribes the main subject of the online content surrounding the ad space, such as sports or automotive.

Main subject of the online content surrounding the inventory.

Screen LocationWhere the ad is on the page, such as above the fold (ATF) or below the fold (BTF). This is also referred to as "page position" or "page placement."

Placement of the inventory.

Presentation Format

Subcategory of linear videoA video ad or ad unit that typically appears in a video player before (pre-roll), after (post-roll), or during a break (mid-roll) in the streamed content. In addition to the in-stream format, linear video ad units may include interstitial, out-stream, and opt-in formats. They may also be accompanied by companion ads and include interactive components..

Possible values include:

Presentation Subformat

Subcategory of Presentation Format.

For In-stream inventory, the possible values include:

For Out-stream inventory, the possible values include:

  • In-board
  • In-read

Demand

Attribute Description

Sales Channel

Channel through which the buyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange. purchased the inventory.

Possible options are:

  • Direct - Guaranteed
  • Direct - Non-Guaranteed
  • Direct - House
  • Real-time Buyer
  • Unsold
  • Unknown
Demand PartnerA company which purchases ad inventory on OpenX Ad Exchange.

Name of the entity or DSPDemand-side platform, a platform or provider that allows advertisers to manage multiple ad exchange and data exchange accounts through one interface, often in real time. that submits bids in the OpenX Ad Exchange.

Demand Partner ID

OpenX ID associated with the entity or DSP that submits bids in the OpenX Ad Exchange.

Demand Currency

Currency used by the advertiser, such as USD.

Order

Attribute Description
Order Name

Name of the order.

Order ID

OpenX ID for the order.

Order Start Date

Start date (in UTC format) for the order.

Order End Date

End date (in UTC format) for the order.

Line Item

Attribute Description
Line ItemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery. Name

Name of the line item.

Line Item ID

OpenX ID for the line item.

Line Item Start Date

Start date (in UTC format) for the line item.

Line Item End Date

End date (in UTC format) for the line item.

Line Item Status

Status of the line item, such as active, paused, or expired.

Line Item Type

Type of inventory on which the line item is intended to run, such as Web, Mobile, Linear Video.

Buying ModelFor Publishers: The terms under which a specific inventory purchase is made, as well as the priority order in which OpenX considers a line item for selection, including: 1. Guaranteed – exclusive; 2. Guaranteed – share of voice; 3. Guaranteed – volume goal; 4. Non-guaranteed – preferred access; 5. Non-guaranteed; 6. House. For Demand Partners: A framework for purchasing inventory. All Demand Partners can buy on open auctions that are accessible to any members of the OpenX Ad Exchange. If enabled by OpenX to use the Programmatic Direct framework, Demand Partners can also buy in private marketplaces from publishers with whom they have purchasing deals.

Buying model for the line item, such as Guaranteed - Exclusive or Non-guaranteed.

PriorityIndicates which deal traffic set should take precedence in the case that multiple deals or line items are eligible to serve for a given ad request.

Indicates which deal traffic sets should take precedence in the case that multiple deals or line items are eligible to serve for a given ad requestCommunication from a web browser or app to an ad server to display an ad..

Pricing ModelThe method for assigning a value to a line item, such as cost per mille (CPM) or cost per click (CPC).

Pricing model for the line item, such as CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000)., CPACost per action, a pricing method which calculates cost based on the number of times a user takes action based on an ad (conversions)., CPCCost per click, a pricing method which calculates cost based on the number of times a user clicks on an ad., or CPDCost per day, a pricing model where advertisers pay on a daily basis for their ads to be displayed on a particular website..

Pricing Rate

Pricing rate for the line item.

Line Item Delivery MediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile.

Ad delivery modeSpecifies how OpenX selects the ads in a line item for delivery when a line item wins an impression. OpenX can evenly distribute impressions between ads in the line item (equal weighting), distribute impressions between ads in the line item based on each ads’ ad weight setting (manual weighting), or deliver ads together to a predefined ad unit group (companion), according to the selected fill method. for the line item, such as companion, CTR OptimizedAn ad delivery mode that enables you to serve higher performing (based on click-through-rate) creatives more often., Equal WeightingAn ad delivery method for which the Ad Server evenly distributes impressions between ads in the line item. See ad delivery mode., and Manual WeightingAn ad delivery method for which the ad server distributes impressions between ads in a line item based on the Ad Weight setting for each of the ads in the line item..

Delivery Mode

Ad delivery mode for the line item, such as companion.

Daily Impression GoalThe maximum number of impressions to deliver for a line item in a single day (per day) or over the duration of the line item’s flight (total). When a line item reaches a daily impression goal, it is temporarily ineligible for ad selection. For example, if you set the daily impression goal to 5 and the line item reaches 5 impressions in a single day (e.g., on day 5 of a 20 day flight), then the line item is not available for ad serving for the rest of the day. However, the line item becomes eligible again for ad serving on day 6. When a line item reaches its total impression goal, no matter which day of the flight, it is no longer available for ad serving.

Total number of impressions the line item may generate for a specified time frame.

Lifetime ImpressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. Goal

Total number of impressions the line item may generate over the duration of its flight.

Session Freq Cap

Maximum number of views for a particular user for a particular ad for that line item within a single session.

Lifetime Freq Cap

Maximum number of views for a particular user for a particular ad for that line item within its flight datesAn interval that specifies the maximum life span of a line item. If its impression goal is met before the end of the flight, the line item becomes unavailable. Flight dates must fall within order dates..

Ad

Attribute Description
Ad Name

Name of the ad.

Ad ID

OpenX ID for the ad.

Ad Type

Type of the ad, such as image, linear video, native, and so on.

User

Attribute Description
Country

Country of the end-user viewing the inventory.

Device Category

Type of electronic device on which the impression is being displayed.

Possible values are:

  • connected device
  • connected tv
  • desktop
  • mobile/tablet
  • phone
  • set-top-box
  • tablet
  • text

Note: "Phone" refers to a smartphone. "Text" refers to any other feature phone or an unknown device.

Targeting

Attribute Description
Custom TargetingA targeting dimension that describes custom key-value pairs that a publisher defines based on what they know about their visitors.

Targeting dimension that describes custom key-value pairs that a publisher defines based on what they know about their visitors.

Geo Targeting

Targeting dimension that describes a viewer’s physical location, such as their city or state.

Techno Targeting

Targeting dimension that describes the technologies a user employs in their computing environment, such as their computer’s operating system. Also referred to as "technology and devices targeting."

ViewabilityOpenX uses the Media Ratings Council (MRC) definition unless otherwise noted. According to the MRC, display ads are considered viewable if 50% of their pixels are in view for a minimum of one second, two seconds for video. This applies to both desktop and mobile environments. However, in some situations, you may be able to set your own definition. Targeting

Targeting dimension that describes the average viewability score of an ad unit.

Targeting Rule

The rule that defines how a creativeThe media asset associated with an ad, such as an image or video file. should be targeted for delivery to viewers.

Time

Attribute Description
Month

Data summarized by month.

Week

Data summarized by week.

Date

Data summarized by date.

Hour

Data summarized by hour.

External Identifiers

Attribute Description

External Publisher ID

Free-form reference identifier for a publisher.

External Site ID

Free-form publisher reference identifier for a site.

External Ad Unit ID

Free-form publisher reference identifier for an ad unit.

External Demand Partner ID

Free-form publisher reference identifier for a demand partner.

External Order ID

Free-form publisher reference identifier for an order.

External Line Item ID

Free-form publisher reference identifier for a line item.

External Ad ID

Free-form publisher reference identifier for an ad.

Metrics

You can select one or more of the following metrics to appear as columns within your report. You must select at least one metric.

Delivery

Metric Description
Paid Impressions The total number of impressions delivered, excluding PSA, house, and companion ads.
Impressions Delivered The total number of impressions delivered.
Ad Requests

Total number of ad requests.

Line Item Pacing

Metric Description
% Of Impression Goal Delivered

Percentage of the line item impression goal that has been reached.

For example, if the impression goal is 1000, and 250 impressions have been delivered, this value would be 25%.

% Of Impression Goal Delivered (Paid)

Percentage of the line item impression goal that has been reached, excluding PSA, house, and companion ads.

For example, if the impression goal is 1000, and 240 paid impressions have been delivered, this value would be 24%.

Impressions Remaining Number of impressions remaining before the goal is reached for the line item.
% Of Flight Completed

The percentage of the flight duration that has passed

For example, if the flight is set to 10 days and 6 days have passed, this value would be 60%.

Days Remaining in Flight Number of days left until the line item completes its flight (expires).
On Schedule Indicator (OSIOn Schedule Indicator, a metric that indicates the percentage of delivered impressions for a line item relative to the impression goal and the time elapsed in a campaign. It is defined by the following calculation: OSI = impressions-to-date/((impression_goal/(end_date - start_date + 1)) * flight_time-to-date))

On Schedule Indicator, a metric that indicates the percentage of delivered impressions for a line item relative to the impression goal and the time elapsed in a campaignAn advertising project in its entirety, from conception through creation and buying to tracking and final analysis; A collection of related creatives with common advertising purpose and booking requirements; A set of criteria for purchasing inventory to achieve advertising goals. See order..

For example, 100% indicates on-track pacing; 90% indicates under-pacing.

Revenue

Metric Description
Revenue

Revenue for the account (gross minus OpenX market fees).

Network Revenue

Revenue owed to network (gross minus OpenX market fee minus revenue share).

Publisher Revenue Total revenue attributed to the publisher (either their traditional revenue split or minimum CPM), based on the selected revenue modelThe revenue relationship or deal type established between an ad network and the publishers that they directly manage..
Guaranteed Publisher Revenue Minimum guaranteed revenue attributed to the publisher.
Spend The total spend from the advertiser.
Network CPM Network revenue per thousand impressions.
Paid CPM Publisher revenue per thousand impressions.
Combined CPM Revenue per thousand impressions.

Clicks

Conversions

Metric Description
Click-Through Conversions Total number of conversions generated from clicking on the selected ads.
View-Through Conversions Total number of conversions generated from viewing the selected ads.
Conversions Generated Total conversions, including both click-through and view-through.
Conversion RateThe percentage of visitors to a website who sign up for advertised offers or buy advertised products. Proven high conversion ratios (via web analytics) add value to a website’s inventory. by Clicks Conversion rate, considering only click-driven conversions.
Conversion Rate by Impressions Conversion rate, considering only ad view-driven conversions.

External Data

Metric Description
Viewability % The viewability rate of the selected inventory or line items. Viewability is calculated based on a sampling of your data.

Device Category reporting

The Ad Server Report has been updated with Device Category (new field) and breakout of Video Ads in existing Delivery Medium to provide more insight into revenue and performance for this specific type of inventory. With this updated report, you can better analyze both your Direct and Exchange business.

In Device Category reporting, "phone" is smart phone, and "text" is any other feature phone or an unknown device.

Visibility of reported data for nested network accounts

Delivery attribute values created in parent network accounts for direct-sold orders are visible to users in child network accounts when they are viewing reporting Filter values during report configuration, and in the returned report data. These delivery attributes include Demand Partner, Order, Line Item, and Ad attributes. The recommended best practice is to not create nested network accounts and instead create a separate network account if there are specific data visibility requirements.

Note that Publisher Accounts do not have access to Order, Line Item, and Ad Attributes.

Exchange revenue in Ad Server reports

If you have revenue from the OpenX Ad Exchange, this will show up in the Ad Server report as coming from the Sales Channel "Real-time Buyer." Since Ad Exchange revenue is not associated with Ad Server orders, line items, or ads, any such attributes in the report will display the value "N/A." The following attributes report as "N/A" when the inventory was sold to real-time buyers.

  • All Order attributes will report as "N/A":
    • Order Name
    • Order ID
    • Order Start Date
    • Order End Date
  • All Line Item attributes will report as "N/A", such as:
    • Line Item Name
    • Line Item ID
    • Line Item Start Date
    • Line Item End Date
    • All other attributes for Line Items
  • All Ad attributes will report as "N/A":
    • Ad Name
    • Ad ID
    • Ad Type

   

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